Beauty Launchpad Magazine

JAN 2018

Beauty Launchpad is everything beauty for salons & stylists! Stay on top of the latest hair style trends and products for hair, skin, makeup and nails. Get hair color ideas, business advice, education tips and beauty industry news.

Issue link: https://beautylaunchpad.epubxp.com/i/917649

Contents of this Issue

Navigation

Page 70 of 100

68 | BEAUTY LAUNCHPAD | JANUARY 2018 twice daily, while interacting with my stories throughout the day. What's the most challenging aspect of using Instagram as a marketing tool? It's ever changing, and staying up-to-date on what consumers want can be time- consuming. I'm not sitting at a desk all day keeping track; I'm doing hair. I try to speak both languages: Share formulas and techniques with fellow hairdressers, then educate clients on descriptions and terms that can achieve better results. What benefi ts does Instagram offer that other social platforms lack? Having a beautifully thought-out feed that showcases work is priceless. Facebook is also a wonderful tool, but the excess of advertising and random posts can be distracting. Ricardo Santiago, independent stylist based in Orlando, FL How do you know what your audience wants to see? I'm constantly searching for what my audience wants to see, or fi nding options to create engagement I feel I'm missing. I like to use the Stories and Live features whenever possible to provide an additional look inside my life—both in and out of the salon. What's the most challenging aspect of using Instagram as a marketing tool? Continuously creating content that will pique interest and translate into new business opportunities. There's no cookie-cutter recipe for how to grow authentically and achieve success. Which types of posts get the most engagement? Videos are currently generating the most action. Ursula Goff, stylist at Karma Salon in Wellington, KS How do you know what your audience wants to see? To be honest, I don't really think about what people want to see. I just post my work and if the Internet likes it, great! While Instagram has been a wonderful marketing tool, it wasn't by design, and I'm still a little baffl ed by my good luck. My page is a place to keep track of work in a way that's @stylistricardosantiago visually appealing. Don't overthink it. What benefi ts does Instagram provide that other social platforms lack? I love the visual focus. My feed is basically eye candy and comedy, and that's a pretty pleasant place for me to hang out as far as social media goes. The drama factor is also lower. And since it's my portfolio, I get the vast majority of business opportunities—networking, sponsorships, interviews, contests, contract offers, ad campaigns—through Instagram. Which types of posts get the most engagement? My unusual work tends to get most traction, which always surprises me because I never thought anyone else would like those weird ideas. The fact that my clients let me have so much creative control and the public seems into it will never cease to amaze. Caitlin Ford, stylist at Notch in St. Louis, MO How has Instagram boosted your business? My fi rst year on Instagram I doubled my service dollars from the previous year. I've also been afforded new professional opportunities to educate for companies and hair events. What are your top social media tips for stylists? Create a brand that's unique and shows your work in a clean way. Everyone uses ring lights, white backgrounds and the iPhone 7 Plus to take their photos, so soon they all start looking the same. Try to concept different lighting, learn to use a DSLR camera, and brainstorm novel ways to make your work pop. Any social media pitfalls users should avoid? The more specifi c to your audience your page remains, the better. Don't dilute your feed with pictures of pets and plates of food, because that can be confusing or uninteresting to followers who really just want to see hair. Shelley Gregory, stylist at Atelier by Square Salon in Las Vegas How do you know what your audience wants to see? I'm constantly researching all aspects of Instagram, and of course that includes what my audience wishes to see. I notice it changes almost weekly, from behind- the-scenes techniques and tricks to updates on my travels. How often do you post? Daily, but twice a day would be ideal. We're fl ooded with constant information, and posts can easily get lost. Sharing more means extra chances to stay relevant. What's the most challenging aspect of using Instagram as a marketing tool? The time it takes. From creating content to following up on questions, I dedicate at least two hours every day. But the more time you put into it, the more you'll get back. Jordan Glindmyer, owner of Pinup Jordan's Mermaid Lounge in Scotia, NY Any social media pitfalls users should avoid? Algorithms, which are basically computer system rules for determining success, exist in part to make growth diffi cult, and with larger followings you must also protect from fake accounts and bots. Don't jump into posting before you take time to research and understand the algorithms, trends and content that are of social media interest. Videos are currently popular, but be sure not to break music copyright laws or you'll get shadow banned (blocked without warning or notice) from further use. What are your top social media tips for stylists? Treat it like a job! Consider peak engagement hours (mealtime, bedtime, Saturday evenings) and the use of hashtags. Too many is fatiguing, so choose to hashtag the right words. Take advantage of new features, like the Stories option that's similar to Snapchat: fast, fun and multifunctional. I can save individual stories to create a video at the end of the day. It's no longer as simple as snapping a photo from my chair and throwing it online. I have to conduct a fair share of research both inside the app to see what resonates, and by reading blogs and asking fellow infl uencers for tips. Which types of posts get the most engagement? Ending my posts with a question helps generate a response, thus upping engagement. Stephanie Geib, stylist at Dellaria Salons in Boston, MA What's the most challenging aspect of using Instagram as a marketing tool? @uggoff @caitlinfordhair @shelleygregoryhair @pinupjordan COURTESY OF ARTISTS

Articles in this issue

Archives of this issue

view archives of Beauty Launchpad Magazine - JAN 2018